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1 Second Edition (DSAGE Los Angeles London New Delhi Singapore Washington DC

2 Foreword and Acknowledgements Guided Tour Companion Website xi xiii xvii 1 Introducing Advertising and Promotion: An Integrated Marketing Communications Approach 1 Case: Advertising and Broadcast 'Media Convergence' The Changing Global Advertising Environment 4 What is Advertising? 9 Studying Advertising 11 The Managerial Perspective 13 The Societal Perspective 15 Brands and Symbolism in Integrated Marketing Communication 19 Chapter Summary 24 Some Useful Academic Sources 28 On the Companion Website 28 Notes 29 2 Theorizing Advertising and Promotion 31 Case: Intertextuality and the Interpreting Consumer Why Theorize Advertising and Promotion? 32 Practice-based Advertising Theory 35 Information Processing Theory in Advertising 36 Strong and Weak Theories of Advertising Effect 43 Socio-cultural Theory in Advertising 46

3 Meanings and Messages in Advertisements Theorizing Meaning in Advertising The Context of Advertising and Promotion Levels of Explanation in Advertising Theory: Cognitive, Social, Cultural Chapter Summary On the Companion Website Notes The Brand and Integrated Marketing Communications Planning 67 Case: My Bank and I - First City Monument Bank Marketing and Communication Planning 68 Integrated Communication and the Brand 72 Integrated Marketing Communications Planning 81 Limitations and qualifications to IMC 90 Chapter Summary 7 92 Web-based Resources 95 On the Companion Website 95 Notes 96 4 Advertising Agencies: Creative Work and Management Processes 97 Case: Integrated Campaign Planning for'the Samsung F480 Tocco Advertising Agencies as Cultural Intermediaries 98 Advertising Agencies and the Marketing Communication Disciplines 100 Advertising Agency Working Processes 108 Account Team Roles and Responsibilities 113 The Creative Advertising Development Process. 120 Tracking Campaign Effectiveness ' 125 Chapter Summary 128 On the Companion Website 132 Notes Promotional Media in the Digital Age 135 Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age The Media Planning Task 136 The Changing Media Infrastructure for Advertising 140 Media Strategy, Targeting and Audience Segmentation 143 The Media Mix - Channel Characteristics and Strategy Decisions 149 Chapter summary 156 COiTEMTS T

4 On the Companion Website 159 Notes Non-Advertising Promotion in Integrated Marketing Communication 161 Case: The global appeal of the UK Premier League and Stoke City FC Non-Advertising Techniques in the Promotional Mix 162 Sponsorship 163 Product Placement 167 Corporate Communication and Public Relations 176 Other Elements of the Promotion Mix 181 Chapter Summary 188 On the Companion Website 190 Notes International Advertising 193 Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans The Specificity of Cultural Practices of Communication 194 Internationalization of Marketing 197 Standardization and Localization of Marketing Communication 201 Protests and Controversies Surrounding Global Brand Marketing 207 The Allure of 'Foreignness' and Country-of-Origin Effects 208 Advertising in Asian Economies 209 Chapter Summary 213 On the Companion Website 216 Notes ' 217 i 8 Advertising: Ethics and Regulation 219 Case: Benetton Advertising and Marketing Ethics 220 Advertising's Ideological Role Promoting Consumption and Corporatism 223 Ethics and Controversy over Advertising 226 International Advertising Regulation 230 The UK Codes of Advertising Practice 231 Ethics and Alcohol Advertising in the UK 235 Advertising and Children 237 Applied Ethics and Advertising Regulation 241 Ethics and Contemporary Advertising 246 "i cosrawts

5 Chapter Summary 249 Web-based Resources 252 On the Companion Website 252 Notes Advertising Research 255 Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' Research in Advertising: Role, Issues and Origins 256 Uses of Advertising Research 260 Types of Research in Advertising 265 Quantitative and Qualitative Advertising Research 268 The Account Planning Role and Research 273 Debate and Dissent around Research in Advertising 275 Research ethics 278 Chapter Summary 279 Web-based Resources ~ 283 On the Companion Website 283 Notes Integrating e-marketing and Advertising 285 Case: British Army Recruitment Goes Gaming in a Digital Campaign e-marketing and Integration: Benefits and Scope Integration Issues Mobile Advertising Chapter Summary Web-based Resources On the Companion Website! Notes Glossary References Index C0MTEOTS

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